Getting your entire audience's attention from the word 'go' of the presentation is one of the presenter's main objectives. Yet, how often do we hear introductions that do nothing to entice us and that sometimes actively turn us off?
The 4-MAT offers a very simple process and structure which is easy, powerful, and effective. The structure is contained in four key questions and if you can answer all these questions within the first 2-3 minutes of your presentation, you'll have your audience with you. The four questions are:
- WHY?
- WHAT?
- HOW?
- WHAT IF?
Here's the rationale behind the questions and the order in which you must answer them...
In any audience, you are going to find a mix of people for whom one of these questions is the most important thing they want answered. Just think for a moment....
Which one do you want answered? Which one is the most important to you?
- Are you someone who has to know the reason for something before you will listen to the rest of the communication? Are you someone who wants to have an overview before you get into the detail? If so, you're a "WHY?" person.
- Are you someone who wants information, who sees value in data to support ideas and proposals? If so, "WHAT?" is your main focus.
- Are you someone who likes to know how things are going to work, likes solving problems, and enjoys hands-on involvement? "HOW?" does it for you.
- Are you someone who wants to know how to apply information in the future, likes action, and trial and error? The answers to the question "WHAT IF?" are crucial to you.
So, in relation to your business presentation, think through and prepare your answers to these questions:
- Why are we here? Why are we addressing this issue? Why would I (the audience) want to know about this?
- What are we going to be doing? What areas are we going to be covering? What will happen during the presentation?
- How are things going to pan out? How will I be able to use the information?
- What if I do? (What will I gain from this?) What if I don't? (What will be the consequences?) What if it happens - what difference will it make?
And always remember this: answer the questions in the order I've given them to you!
The key reason for this? If you don't answer "WHY?" first, all those people will simply turn off immediately. They will not listen to your presentation until you have given them a reason to do so.
Do all this, and you will have a great introduction for your presentation already written that you know is going to hit all the "hot buttons" in your audience.
